As we begin the build up to the 2020 Olympics we will be seeing the "Omotenashi" hospitality branding building up relentlessly.
Here is another one. This time from Chiba city.
The Japanese are rightly proud of their world-beating reputation for extraordinary customer service.
But it is a pity the real meaning of the Omotenashi word is going to get a bit lost in the noise.
We're here to bridge that culture gap.